Tears and all-night queues: the shop launch of Versace for H&M

The queue outside the H&M store on Regent Street, which went on for 150 metres. Some shoppers had been queuing since yesterday for a chance to purchase cut-price Versace Photograph: Martin Argles for the Guardian Photograph: Martin Argles Emily Xiang, 22, a student, had been queueing since 5am to buy a red dress and floral print leggings from the collection Photograph: Martin Argles for the Guardian Photograph: Martin Argles/PR Shoppers, bloggers and photographers scramble to get a photo of Donatella Versace Photograph: Martin Argles for the Guardian Photograph: Martin Argles Donatella modelled the studded leather trench coat from her collection at this morning's launch Photograph: Nick Harvey Photograph: Nick Harvey/PR Some of the shoppers who arrived early enough were selected to meet Donatella Photograph: Nick Harvey Photograph: Nick Harvey/PR Rhea Verma, 23, student I'm the first person to buy something from the shop today. I've been queuing since 1am and was handpicked to meet Donatella in store. I wanted to buy the studded leather dress but it didn't live up to my expectations so I spent £50 on bracelets instead Photograph: Martin Argles for the Guardian Photograph: Martin Argles Victoria Bond, 23, Retail worker I queued from midnight and was let in at 9am. I've spent approximately £690 today. The main thing I came for was the cut out purple dress and a red dress. I also bought my boyfriend a pair of shoes Photograph: Martin Argles for the Guardian Photograph: Martin Argles Alfie Brewer, 18, Fashion designer I've spent exactly £979.87 today and I started queuing at 9pm last night. The jacket I'm wearing was the main reason I came, and most of the other things I bought were for friends or will go on eBay Photograph: Martin Argles for the Guardian Photograph: Martin Argles A group of friends outside the store with their purchases Photograph: Rebecca Naden/PA Nick Rensen, 24, student I've spent £75 on a pair of shoes and the hat that I am wearing. I'd never queue for this, I walked past and decided to sneak in and no one noticed. It's crazy in there. One girl started crying when I got to a jacket before her, I felt bad so I gave it to her Photograph: Martin Argles for the Guardian Photograph: Martin Argles Caesar Obialor, 20, student I got here at 2am and have spent £300 on a bomber jacket and this studded leather jacket Photograph: Martin Argles for the Guardian Photograph: Martin Argles Leyla Tahir, 21, student I joined the queue at midnight. I came for the printed bomber and the leggings and ended up spending £350. There's always a lot of hype around these collaborations but I think a lot of people have been influenced after seeing Kanye West wearing a bomber jacket from the collection last week Photograph: Martin Argles for the Guardian Photograph: Martin Argles David Mills, 21, student I've been queuing since 4.45pm yesterday and was one of the first people to be let in the store today. I've spent £199 on a bomber jacket and jeans. It was manic inside - the shelves were bare within seconds Photograph: Martin Argles for the Guardian Photograph: Martin Argles Candice Jarvis, 28, Web designer I've spent £997 today. I don't usually queue for these kind of things but, unlike some of the younger shoppers, I remember Versace's iconic prints from my youth and couldn't pass them up at this price Photograph: Martin Argles for the Guardian Photograph: Martin Argles Crystal Apollonia, 25, Shop assistant I was only queueing up for an hour. You're only allowed ten minutes browsing time so I went to the men's section and picked up two jackets at £80 each Photograph: Martin Argles for the Guardian Photograph: Martin Argles Gary Thompson, 21, Dancer I've been here since 6am. I came for the bomber jacket. I really had to budget myself so only spent £80 Photograph: Martin Argles for the Guardian Photograph: Martin Argles Malika Tejura, 23, students I queued from midnight until 9am. I've spent £300 today, and mainly came for the babydoll dress which is my favourite from the collection Photograph: Martin Argles for the Guardian Photograph: Martin Argles